A Career in Digital Marketing: How to start, part 2

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This article covers digital marketing terms, free certifications you can get to display your expertise and how to get networking with the right people.

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A Career in Digital Marketing: How to start, part 2

Anna Fhaumnuaypol


This is part 2 of our series, if you’re looking to start from pt. 1 visit this link:

As discussed in our previous article, a career in digital marketing is one of the most promising careers to be in today.
In part 2 of this series we’ll be covering digital marketing terms, free certifications you can get to display your expertise and how to get networking with the right people.


It has become a lot easier for online business to measure success. There are different kinds of measures (or metrics) and their importance varies according to the particular field of digital marketing. To make things clearer, the most important metrics are categorized into three main types.

1) Traffic Generation

Traffic generation metrics are important for people in digital marketing to measure the success of their work and planning.
●    Site Traffic – “Web traffic” refers to the visits that are made per week/month by users. This measures the attractiveness and popularity of the site.
●    Cost-Per-Click (CPC) – This is the amount of money you pay in your advertising campaigns. This number will help advertisers estimate the budget required to earn the highest turnover.
2) Conversion Metrics

The primary purpose of digital marketing is to convert website users into paying customers. These metrics are important for businesses because they show just how the traffic generated results in revenue. 

●    Conversion Rate (CVR) – This measurement is calculated by the number of customers who have completed a transaction divided by the total number of website visitors.
●    Bounce Rate – This is the percentage of users who visit the website but then leave after a short amount of time without clicking on any website links. The reason is that they do not stay on the site long enough to do so. If the site has a high bounce rate, it means it may lack interesting content or a good design, resulting in a low conversion rate.

3)     Revenue Metrics

These metrics will show you whether a certain marketing campaign is working well and making profit. It helps guide digital marketers in making adjustments that will better suit the site visitors resulting in more interactions. 
●    Return on Investment (ROI) – This helps identify which campaign is driving sales and how well it is doing
●    Cost to Acquire a Customer (CAC) – This is a simple equation calculated by dividing total marketing and advertising costs with the number of new customers generated during that same period.


It is easy and simple to obtain digital marketing certifications online.  It improves your resume and shows your potential employer your desire to learn new skills and to adapt to what is current and demanding in the market.
There are many certifications available online, some free and some can be expensive. Again, they are categorised according to the various fields of digital marketing, such as social media marketing, analytics, search engine optimisation and content marketing. Here are some well-known and free ones you can take online.
Google Partners

This program is designed by Google for digital marketing and advertising agencies who manage advertising service accounts for businesses.

For individuals, they can take free exams and earn certifications. One of the online exams individuals can take is Google Analytics Individual Qualification (IQ) which is probably one of the best free digital marketing certificate there is out there. The process is easy and simple. The exam takes 90 minutes to complete and you need 80% to pass. If you fail, you have to wait for 7 days in order to retake it again.
For online marketing agencies and companies, after they have joined the Google Partners program, they can go further and earn themselves a Google Partner status. Earning the Partner status means the company has passed a list of Google’s requirements concerning skills, spending and revenue growth. This results in a badge that can be displayed both offline and online to establish credibility and standards of excellence.   

Hubspot helps business attract more online visitors or prospective consumers to hopefully be converted into paying customers. They offer a few free certifications online such as HubSpot Content Marketing Certification.

The course teaches you the process for creating and promoting content that result in leads (or potential customers) and new customers. Another certificate offered is the Email Marketing Certification that teaches useful concepts like lifecycle marketing and email design to maximise results.

Networking & Events

Networking is crucial for business especially in digital marketing agencies where work is about helping other business expand and succeed in digital world. This makes going to events and meeting new people important. Not only will talking to like-minded people help broaden digital knowledge but it helps to keep inspiration to do better high and to never stop improving ourselves and our team.
Meeting new people with the same interests in events can help build long-term relationships that might be helpful in the future. We can even look at it as a form of marketing for our business since so many possibilities open up when we are exposed and visible to the public. Most of the time the people we meet in events are of high quality and they are open-minded to new ideas and opportunities., They are a great source of influence and relevance.
Furthermore, digital agencies in networking events can benefit from obtaining new potential clients and contacts that might want to expand their business to the digital world. It helps to get noticed and recognised by attending various events; therefore, building a good reputation as being reliable and knowledgeable in the area of digital marketing.
Besides, when you are valued and known for your work and achievements, your level of confidence naturally increases. This comes with a sense of personal satisfaction from the ability to connect bridges and create friendships that are long term and can be helpful in both professional and personal life. It’s always nice to know you can be of help to someone and it feels satisfying to be surrounded by people with similar aspirations and goals.


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